The concept of achieving wellness and beauty benefits through food is not new, but the intersection of clean eating and clean beauty is rapidly becoming a focal point in the food and beverage industry. Increasingly, consumers are turning to whole foods such as antioxidant-packed berry smoothies and collagen-boosting bone broth soups to support their skin health, blending nutrition with aesthetics.
“It’s blending nutrition with aesthetics,” said Patsy Ramirez-Arroyo, a food and sustainability consultant. “Younger consumers are thinking about ‘how do I combine skincare with healthy nutrition?'”
Functional Foods Gain Momentum
The growing demand for functional foods that promise to enhance skin health, bolster the immune system, and support the microbiome is reshaping parts of the food and beverage landscape. According to Ramirez-Arroyo, personalized nutrition will become even more prominent, fueled by advances in technology and a heightened focus on health.
“Companies will offer customizable product lines, develop AI-powered nutrition apps, and create functional foods with targeted health benefits,” she said. “Functional foods supporting cognitive health and emotional well-being will also see a surge in popularity. Ingredients like adaptogens, nootropics, and mood-enhancing botanicals will be featured in a variety of products.”
One company at the forefront of this movement is Lifeway Foods Inc., which recently launched its Probiotic Smoothie + Collagen. This functional beverage, made with kefir cultures, is designed to support skin health and offer a range of other benefits.
Younger Consumers Seek Transparency and Health Benefits
Younger consumers, who are driving the clean beauty and wellness trend, are increasingly scrutinizing their food choices. They are looking for transparency and products that offer tangible health benefits. A Mintel survey revealed that 37% of U.S. women are willing to pay more for sports drinks that provide additional benefits beyond performance. Skin-boosting collagen and antioxidant-rich ingredients topped the list of most desired features.
Collagen and Other Skin-Boosting Ingredients Gain Traction
Collagen supplements, which gained significant popularity in the late 2010s, have now grown into a $5.1 billion market as of 2023. Known for their ability to improve skin hydration and elasticity, collagen powders are also believed to help reduce wrinkles and promote thicker hair. While hair loss is more common in men, many women also experience thinning hair with age.
In addition to collagen, other ingredients touted for their skincare benefits include omega fatty acids, zinc, lycopene (found in tomatoes), and vitamins C, E, and A. Ramirez-Arroyo anticipates that adaptogens from mushrooms like Lion’s Mane will rise in popularity by 2025, particularly for their claimed ability to reduce stress and support the immune system.
Scientific studies are also backing these trends. One small study found that taking oral aloe vera gel over 90 days increased collagen production and improved skin elasticity. Another study showed that lifestyle and diet changes could help extend the length of telomeres—the protective caps at the end of DNA strands that shorten as we age.
Giuseppe Valacchi, a professor of regenerative medicine at North Carolina State University, highlighted the role of antioxidants like vitamins E and C in preventing oxidative damage, which accelerates skin aging.
Emerging Snacking: Functional Foods for Skin Health
As functional foods continue to gain popularity, snacks infused with ingredients designed to combat aging, hydrate skin, and prevent acne are expected to be a major trend in 2025. Ramirez-Arroyo suggests that the key to attracting a wider market lies in making these ingredients more palatable.
“A pepper has some kind of benefit, but I don’t like them,” she said. “But when you have all those ingredients in a bar, it becomes something tastier and still healthy. Now you’re giving the option to a wider market.”
As the demand for food that serves both aesthetic and health benefits grows, the food and beverage industry is poised for a transformation, driven by a new generation of consumers focused on both nutrition and beauty.
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